Thanks for the reply! Bruce Friedrich's reply does a better job responding than I could, so I'll leave it to you both and look forward to seeing the conversation. Appreciate you engaging with me here and the welcome to the forum :)

Thanks for your work, Jacob!

Have you looked at evidence for or against the PTC hypothesis for foods in general, not just plant-based alternatives to traditional animal products? IMO consumer purchasing decisions about food broadly is a relevant reference class to use as a baseline of investigation.

E.g. if the PTC hypothesis holds (or doesn’t) for consumer decisions about food generally, that seems like relevant evidence, and may help mitigate the (many) complicating factors involved in assessing consumers’ actual and hypothetical decisions based on currently available PB products.

Certainly the findings about food generally can’t be assumed to hold for specific foods. But it may open up more evidence sources to inform your view beyond the limited and imperfect studies we have now.

As an aside, I think studies funded by animal agriculture stakeholders should be closely examined before including here (and same for PB company funded studies). Examples of junk science pushed by interest groups abound. More than just a grain of salt may be required when considering evidence from these sources.